Excellence in Innovation

Summary of work

Teva has an ambition to encourage Healthcare Professional (HCP) engagement with its Braltus product. earthware created two solutions: Braltusbot, a chatbot to provide 24/7 answers to HCP questions; and Respicube, an Augmented Reality (AR) sales aid to maximise the impact of limited face-to-face time with HCPs.

Braltusbot combined cutting edge Natural Language Processing and Artificial Intelligence, with a robust process of research, feedback and content creation, to launch the UK’s first pharmaceutical brand chatbot.

The challenge with websites is that your user must find them. Braltusbot was therefore embedded into banner ads on websites visited by HCPs – another first for the UK pharmaceutical industry!

Respicube is the first pharmaceutical ’MERGE Cube’ sales aid combining mixed reality and interactive content to go beyond traditional eDetails and put a sales aid literally in the hands of HCPs.

Judges' comments

This entry from Teva and earthware was really clear on its purpose and ambition. It has a rich measurement of impact and did something different from the big respiratory houses, even if they can’t compete in the classical way. The images brought the entry to life. There was good depth of research and a cohesive strategy and great evidence of evolution. The innovation was clear.